臺灣打擊樂教學機構發展與經營策略研究

A Study on Development and Business Strategies of Percussion Teaching Institution in Taiwan

林儀瑄(Lin Yi-Hsuan)

指導教授 ： 夏學理

國立臺灣師範大學/音樂學院/表演藝術研究所/碩士(2015年)

https://doi.org/10.6345/NTNU202204806

摘要

「朱宗慶打擊樂教學系統」為打擊樂機構中最為人所熟知的;也是大部份學 生的消費首要選擇,除了其所安排的課程與師資等本質內容吸引人之外,更重要 的原因即是來自於其高知名度與曝光率。眾多的演出和散布於臺灣各地的教室都 是他們最有效的宣傳廣告。
具有一定實力與水準甚至能將名聲帶入國際的一流機構絕對是臺灣音樂教 育的一大福祉,但我們當然希望能有更多音樂教學機構都具有這樣的能力,帶給 學生更多樣的選擇並讓此市場在良性競爭中能激盪出更優質的火花。
本研究想針對打擊樂教學機構做研究,探究教學機構的經營管理,針對研究 問題,蒐集相關文獻,對這些打擊樂教學機構的背景進行探討並且比較其之間的 差異;藉由與機構中的老師、學生家長和經營者的深度訪談,瞭解機構運作之相 關問題,並於線上發放問卷進行問卷調查,藉以分析消費者選擇教學機構的原因 和條件想法,歸納研究結果,提出結論與建議。
本研究結果發現,臺灣的音樂教學市場與打擊樂教學機構具有一定的優勢, 並有極大的發展空間,只要有效掌握市場的趨勢與消費者的心理,音樂教學產業 必能有更廣闊的一片天。

關鍵字

打擊樂 ； 音樂教育 ； 音樂教學機構

並列摘要

JU percussion music school is a famous percussion teaching institution in Taiwan and the first choice for most consumers. Besides the high quality courses and teachers, even more important is the offer of high visibility and exposure, through highly effective advertising from the many performances and promotions at various teaching locations around Taiwan.
It is of great fortune for Taiwan’s music education to have such a high-class institution operating from strong position and high standards, as well as being able to bring international prominence. Of course, the hope is for there to be many more such music educational institutions giving students greater variety of choice and a healthy competitive market to stimulate creative flare.
This is a study of Taiwan’s percussion teaching institutions, examining their management from the perspective of the research question, gathering relevant literature, discussing their background, and comparing their differences. The results were interpreted based on data collected via in-depth interviews with teachers, students’ parents, and institutions staff to understand the issues, and followed with online questionnaires. The consumers’ requirements and decision-making process for educational institution was analyzed leading to results with conclusions and recommendations.
The research found Taiwan's percussion teaching institutions and music teaching market have clear advantages and vast scope for development. Through effective handling of market trends and consumer psychology, the music teaching industry offers wide open opportunities.

並列關鍵字

percussion ； music education ； music teaching institution

參考文獻

壹、 英文書目

Aaker, David A.(1991), Managing Brand Equity:Capitalizing on the Value of Brand Name, NY: Free Press.

MittiläTuula. (2003). Commercialisation of Non-Profit Organisations. The 19th Annual IMP Conference in Lugano, (頁 7).

貳、 中文書目

Lize Hill, Catherine O'Sullivan, Terry O'Sullivan. (2008). 如何開發藝術市場. (林潔 盈, 譯者) 臺北市:五觀出版社。